Hugo Boss to Present HUGO Spring/Summer 2018 at Pitti Immagine Uomo

HUGO x Pitti UomoImage: HUGO BOSS.

Joining a rapidly swelling lineup of fashion heavy-hitters—J.W.Anderson and Virgil Abloh, to namedrop a few—Hugo Boss‘ edgier offshoot HUGO will debut its Spring/Summer 2018 collection at Pitti Immagine Uomo 92 in Florence. Combining men’s and womenswear into one hotly anticipated showcase, the partnership follows the German brand’s recent reinvigoration of its trendy heading through heightened market transparency and social media outreach. From its latest Digital Oasis campaign, a sun-streaked portrayal of technology’s progression, to its current season’s embrace of graphic prints and slim silhouettes, HUGO’s June 13, 2017 runway will continue the brand’s pivot towards a youthful, more plugged in demographic.